Jeff Cain w/ Common Sense Media @ MamaBear Conference, Mt. View 4/20

1. Building Trust With
Family Customers
MamaBear Conference
April 20, 2012

2. Friday Family Movie Night: Cars

3. The Following Friday: Cars 2

4. Fun Animal Movie: Straw Dogs?

5. What About Apps? Weird Facts

6. Or Weird Sex Facts

7. Surprises Are Bad

8. How Parents Think: CSM Research
Vigilance
“I want to feel prepared for what’s next.”
Peace of Mind
Protection
“I want to shield my kids; keep
Connection
“I want to foster open and honest
them safe from the risks and
communication with my kids.”
negative effects of media.”

9. How Parents Think: CSM Research
Self-Reliant Hero Digital Watchful Vigilant Info Seekers
• Concern about • Concern about • Concern about
media impact: Low media impact: media impact: High
Moderate
• Attitude: In control of • Attitude: Worried;
media kids are • Attitude: Mostly in crave as much
exposed to, no help control, feel like information as
wanted they’ve figured out possible but lack
traditional media; less peace of mind, never
confident with internet feel prepared
related issues

10. Need to Establish Trust with Parents
• Help them be watchful & vigilant
• Information
• Ratings
• Editorial
• Crowd sourced
• MPAA, ESRB, etc.
• Save them from needing to be vigilant
• Create safe area
• Kids zone
• Parental controls
• Don’t ignore the issue
• When kids cry, somebody’s brand takes a hit

11. Lessons From Our Customers
• Cable companies
• VOD customer reactions
• Online retailer
• 92% positive brand influence from ratings
Comfortable parents are happy parents

12. Going Beyond Safety; Aspire to Enrich
• Focus on positive
content rather than Enrichment
avoiding negative
content
• Use media choices as
an opportunity to talk Engagement
with your kids
• Every child is different;
know your kids and
decide on media
Entertainment
accordingly
Safety

13. Latest Research Shows: Quality Matters
Recent scientific research has found the quality of
children’s media matters as much as the quantity
• Watching violent cartoons during preschool ages is associated
with aggression at ages 7-10
“The key to making TV
a positive force is to
make TV a tool, not a
crutch.”
– Dr. Dimitri Christakis
Director, Seattle Children’s Research
Institute’s Center for Child Health, Behavior
and Development